Google Grants: For Non-Profit Organizations

June 7, 2019  |   Business Services, Customer Focus, Digital Marketing, PPC

As one of the biggest and most pervasive online platforms in the world, Google has services to help every type of cause that you may have. For nonprofits who are looking to expand and pursue their cause can check out Google Grants, a program from Google Ads.


Google Grants for Non Profit Organization Logo


What is Google Grants, and how does it work?

Google Grants is a unique program that Google offers for eligible non-profits to raise awareness for their cause to people who previously may not have known about them. The program offers $10,000 (and up to $40,000 for Grantspro recipients) in in-kind Google Ads advertising each month.

These ads will appear next to Google search results when people search for relevant keywords that match the nonprofit it is set up to. There are certain parameters and limitations that Google imposes on these Google Grants Ads:

  • Ads are strictly text-based, no images or videos.
  • The maximum Cost-Per-Click (CPC) is limited to USD 2.00.
  • Campaigns must all be keyword-targeted
  • The ads themselves will only appear in the Search Results Page, positioned below the ads of paying advertisers.

It is, without a doubt a noble program employed by Google to give the opportunity for eligible nonprofits to benefit from the ads campaign.



How to become eligible for Google Grants?

The Google Grants program is currently offered in over 50 countries across the world and has an active record of over 20,000 nonprofits to date for the program.

In order to be eligible, the participant nonprofit must meet specific requirements, namely:

Registered charitable organization

The recipient must be located in one of the 50 countries that Google operates in, and also verified as a credited nonprofit organization. The verification process must be conducted by TechSoup or their local partner.


The program is not eligible is the recipient is a governmental entity or organization, a hospital or health care organization, a school academic institution, or university (however, philanthropic arms of education organizations are still eligible).

Meet the country-specific requirements

Due to the differing laws and regulations in each country, Google has set requirements to meet the origin country’s set of as part of their eligibility. For example:

United States:

  • Organizations must be recognized by the IRS as tax-exempt 501(c)(3) organizations formed for charitable, educational, religious, literary, scientific, or other tax-exempt purposes.
  • Fiscally sponsored organizations are not eligible for Google for Nonprofits.
  • Organizations, such as churches that are automatically considered tax-exempt under group exemption must still obtain recognition of 501(c)(3) tax exemption from the IRS to qualify for the Google for Nonprofits program.
  • Organizations must be validated by TechSoup.


  • Organizations must be currently registered with TechSoup Asia, TechSoup Global’s regional arm.
  • Organizations must be: (1) foundations (yayasan) approved as legal entities by the Ministry of Law and Human Rights; (2) incorporated associations (perkumpulan) approved as legal entities by the Ministry of Law and Human Rights; or (3) societal organisations (organisasi kemasyarakatan) registered with the Ministry of Home Affairs, provincial governor, or local authorities.


Benefit of Google Grants


Google Grants Benefits

The primary benefit of being eligible for Google’s Grant program is obviously the Ads funding of $10,000 for the recipient nonprofit. Through Google Ads Grants, nonprofits can further raise awareness of their cause on a bigger scale, potential reach new advocates for their cause, and keep track of your campaign efforts closely with Google’s powerful resources.

In addition to Google Grants Ads, nonprofits who qualify are also eligible to access Google’s other powerful tools such as:

G suites for Nonprofits

This robust set of software suite is the perfect way to collaborate and communicate with other team members in the nonprofit organization. Moreover, since this suite is cloud-based, anyone from anywhere can access it in real time for on the go productivity. Included in this suite of programs are:

  • Gmail: Google’s secure, proprietary email framework to help you stay in touch with your team, volunteers, and community with your own custom domain.
  • Google Docs: Create and draft your grant proposals, agenda plans, meeting notes, and other documents in real time with your team.
  • Google Calendar: Manage your itinerary, schedules, and appointments with others in real time to keep track of your agenda.
  • Google Hangouts: chat and send messages to everyone in your team with Google’s instant message service that can host up to 25 participants.

Additionally, recipients can access data from the G Suite from any device at any time – provided they have the correct login information. Google also provides 30GB of free storage per user across their Gmail and Google Drive.

YouTube Nonprofit Program

Share the nonprofit agenda and activities on video through YouTube with Google’s Nonprofit program. You will get access to production studios at specially designated locations around the world and dedicated email support should you run into trouble.

Google Earth Outreach

Create an interactive map and global location data with Google’s Earth Outreach. You’ll also have access to additional Mapping tools courtesy of Google.

On a closing note, we hope this article has proven useful in your search to raise awareness and expand your nonprofit organization!

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